Mobile message takes Spar to 18-44 group

An iPad Air a day for six weeks –part of Spar’s first major mobile couponing activity.

SYMBOL store group Spar launched its first major mobile marketing initiative last month with mobile device-related coupon activity that tied into its new TV campaign.

Shop & Win is the highest-value coupon giveaway programme organised by secure digital voucher provider i-movo for a convenience chain.
The scheme targets young-adult audiences by offering a top prize of an iPad Air each day for six weeks as well with hundreds of prizes that are redeemable immediately in Spar stores, in partnership with Cadbury, McVitie’s, Coca-Cola, Mars and Walkers. Spar shoppers in Great Britain text Spar plus the last four digits of their till receipt number or enter at to take part.
Product coupons are sent to mobile winners immediately.
The targeting of 18-44 year-olds followed research conducted for Spar that showed the brand had high recognition among older shoppers, but could be better-known in the 18-44 group.
A 10-second slot featuring the Shop & Win activity was added to Spar’s new TV ad last month. The TV ad will feature in a number of bursts between now and next April.